Finger Lakes Wine Country Tourism Marketing Association (FLWCTMA) organized as an entity in 2000 with one purpose in mind, to promote economic development in the Finger Lakes region of the state of New York. A strong tourism industry adds depth to a community, making it much more desirable to live and work. It is the belief of area employers and civic leaders that everyone benefits from a community rich in history, culture, and scenic beauty.
A unified branding initiative with strategic marketing and promotional programs attracts tourists to the Finger Lakes region. Critical mass affords opportunity and collectively, the area has a diverse product offering. Our target audience is the touring vacationer coming from a 150-500 mile radius. Marketing under the brand Finger Lakes Wine Country, "Finger Lakes" places us on the map in terms of geography, "Wine" is our unique differentiator as the largest wine producing region east of the Rocky Mountains, and "Country" conveys the message that we have a basket of disparate attractions with a broad visitor appeal.
To stimulate the tourism industry in the area the organization has developed a long-term program of advertising, promotion, and marketing of the region as a tourist and vacation destination by using market research to guide its efforts. By pooling the resources of multiple public and private stakeholders, FLWTMA spends a significant portion of its annual budget on a fully-integrated media buy, media relations campaign, and marketing program.
Pooling resources gives the rural area of the Finger Lakes the ability to attract leisure travelers. It is the job of FLWCTMA to attract the attention of the visitor, working cooperatively with our partners in Chemung, Steuben, Schuyler, and Yates Counties to leverage these efforts to get the visitors through the front door of area attractions, accommodations, and restaurants. It is a system that works and a model many other tourism destinations wish to model. FLWCTMA has been able to demonstrate a positive return on investment for its annual funders over the course of the campaign.
2012 Media Buy
The marketing agency of record for FLWCTMA's 2012 digital media buy and paid search campaign is Levelwing Media of New York, New York and Charlestown, South Carolina. Over $300,000 will be spent in 2012 on a strategic mix of radio, television, digital online, paid search, and Facebook ads focused on the key markets of Buffalo, NY, Scranton/Wilkes Barre, PA, and Northern New Jersey. Our staff works closely with our agency on creative and graphic design, media buy value-added promotions, and development and execution of the cooperative advertising program.
2012 Media Relations Campaign
The public relations agency of record for FLWCTMA is Development Counsellors International (DCI) in New York City, New York. DCI helps develop and maintain relationships with travel and wine writers, both nationally and regionally, for positive media coverage (print, Web, and broadcast) for Finger Lakes Wine Country and its partners. Our staff works closely with DCI on journalist follow-up, story pitching, press release writing and distribution, planning and execution of media events, and itinerary development for journalist visits. .
2012 Marketing Program
FLWCTMA enhances its media buy and media relations campaign with: updated Web site with six robust tourism databases, travel blog, multiple social media platforms, mobile travel app, marketing collateral, travel magazine, and e-mail marketing.